BBDO/AOL Seven Shades of Mobile

What really drives consumers to use certain branded mobile apps or websites?
That is one of the key questions that brands and marketers are clamoring to answer as they pull together their strategies for attacking the immense opportunity that mobile represents for reaching and engaging today’s and tomorrow’s consumers.
It’s also one of the key questions that drove BBDO and AOL to join forces to undertake an unprecedented research study to better understand consumer behavior around the alway on, always on you smartphone.

As soon as the alarm goes off

Whats the first thing you do in the morning?Do you embrace your spouse, make a cup of coffee or brush your teeth? Nope. All of that has to wait until you check your email, post a Facebook status, and read breaking news stories on Twitter. Oh, and its never too early for a quick Instagram of your dog buried under the covers. Your morning breath is just going to have to linger a little longer.

The smartphone is indisputably transforming all of our lives. Its an indispensable device thats always on, and always on uswe simply cannot live without it. From mapping our travels via plane, train and automobile, to watching our favorite TV shows, to online shopping it allows us to seamlessly connect with the world at any time, at any place.

This device has irrevocably changed how we interact with the world around us.

Mobile by the numbers

1/4 1/5check their mobile devices every 30 minutes.

check their mobile devices every 10 minutes.

1/3 2/3 3/4

respondents admitted feeling anxious when being without their mobile phones for even short periods.

of respondents would pick their phone over their lunch if forced to choose.

of 25-to-29-year-olds sleep with their phones.

*From a recent Time Magazine study.

Performance problem!For marketers and advertisers the mobile market presents an incredible opportunity to reach consumers. Given the critical importance of the mobile device, why is it underperforming as a communications platform? Consumers spend 10% of their media time on their phones, but mobile only comprises 1% of total ad spend in the U.S. market. What are we missing when it comes to mobile behavior?7

One possible explanation for the disparity between mobile use and mobile ad spend is that the way we think about mobile is all wrong or at least incomplete. Traditionally, we assess mobile behavior superficially, based on the discrete behaviors performed on a smartphone. But perhaps we should look beneath the surface and dig deeper to uncover what drives the behavior of consumers when they use apps or surf the Web on their mobile device. To better understand the gap among the marketing opportunity, the media spend (or lack thereof), and the consumers increased reliance upon the device, BBDO and AOL joined together in an award-winning study to uncover insights about mobile usage and learn how we can more effectively leverage the mobile opportunity.

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Our studyFirst we asked 1,051 smartphone users ages 13 to 54 to fill out a 7-day diary and make video recordings each time they used their smartphones. This was followed by in-depth user interviews to determine the what, when, where and why for the variety of their mobile interactions. To give more context to their behavior, we also asked our smartphone users to record three different moments in which they used their phone (excluding voice calls, email and texts). At the same time, we tracked their mobile behaviors for 30 days through the Arbitron metered panel. This combination of survey and metered data allowed us to capture over 3,000 examples of user interactions, which we like to call mobile moments. We then conducted a segmentation analysis of these moments and found seven mobile moment segments. Each segment provides a unique snapshot of the mobile usage landscape, the activities users engaged in, the apps and websites they used, their satisfaction with those products, their goals, the value of brand messaging in that moment, the deep motivations that spurred each moment, and their physical location during each moment.11

Groundbreaking data collection

QUALITATIVE AGES 13-54

QUANTITATIVE TOTAL SAMPLE: 1051

METERED MOMENTS MEASURED: 3010

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Mobile isnt mobile

Given that location is a key factor in determining the optimum content, it was critical to determine, specifically, where the major volume of usage was taking place. To our amazement we found that MOBILE ISNT MOBILE...at least not the bulk of it. In fact, 68% of all smartphone minutes, take place in the home. This flies in the face of conventional wisdom that would have us believe that consumers use their smartphones for utility-based needs on the move. The reality is that smartphone users actually use their time at home to plan, evaluate, research and determine what they are likely to do when they eventually are on the move. Even online shopping, an activity that you might think people only do on a PC, is often done using a mobile phone.13

68%

of all smartphone minutes take place in the home.

Seven Shades of Mobile

The discovery that mobile use most frequently occurs at home is true across all seven of our segments. Next, we needed to examine the details of our seven discrete segments in order to understand the nature of these mobile moments. These Seven Shades of Mobile represent the specific where, when and why and thus represent a consumers underlying motivators in smartphone usage.

Accomplish Managing activities and lifestyle to gain a sense of accomplishment when those activities are completed. Socialize Active interaction with other people, sharing information in order to maintain and grow relationships.14

Prepare Active planning in order to feel ready and prepared for the upcoming activities and conversations. Me Time Seeking relaxation, entertainment in order to indulge oneself or pass the time. Shop Decision making focused on finding a product or service. Self-Express Social participation through self-expression of passions and interests. Discover Seeking news and information in order to learn something new or be educated. Most attempts to shape content for apps and mobile ads have assumed a single motivation for each mobile activity. But these moments give us a more dynamic look at why consumers engage with their mobile devices.

Accomplish

Se

ize

E lf-

al

xp

ci

ss re

So

Me

Tim

er ov isc

60%

Reinforcing the point of mobile not always being mobile, a full 60% of these moments happen in the home.

Shop

15

Prep are

AT HOME

AccomplishFrom acting as a financial expert to a personal assistant to a fitness buddy, the smartphone can play many roles that help consumers complete tasks. This particular mobile moment involves managing activities that keep life organized and bring about a sense of accomplishment.

Outside of home

42%

58%16

At Home

BE PRODUCTIVE, MAKE GOOD USE OF MY TIME

20%20% 18% 17% 17% 16% 15% 15% 14% 13% 13%

ACTIVITIESRELAXING WATCHING TV WORKING

MOTIVATORSBE PRODUCTIVE / MAKE GOOD USE OF MY TIME BE IN CONTROL BE PREPARED, ORGANIZED ENTERTAIN OR AMUSE MYSELF TRACK ACTIVITIES FINISH A TASK RELAX, PASS THE TIME DO IT EASIER SAVE TIME, DO IT FASTER MAKE A DECISION

32% 28% 24%

AT HOME

SocializeIn this moment, people use their smartphones to interact and share things with their friends and loved ones. The phone plays the part of a social manager to help make plans, connect with others and pass the time, interacting with the user almost in the role of surrogate friend.

Outside of Home

40%

60%17

At Home

CONNECT WITH OTHERS

34%34% 30% 27% 20% 16% 16% 15% 15% 13% 12%

ACTIVITIESRELAXING WATCHING TV HANGING OUT WITH FRIENDS AND FAMILY

MOTIVATORSCONNECT WITH OTHERS ENTERTAIN OR AMUSE MYSELF RELAX, PASS THE TIME SHARE WITH SOMEONE I KNOW FILL SPARE TIME, DEAD TIME

28% 24% 19%

PreparePrepare moments primarily occur in the morning, when people are getting ready for the day ahead. This is when people check the weather, get directions before heading out, counting on their smartphone device to help in time-saving decision making. In the morning and in all these moments throughout the day, productivity is the goal.

Outside of Home

30%

18

70%

At Home

BE PREPARED/ORGANIZE

31%31% 21% 21% 17% 16% 13% 10% 10%

ACTIVITIESWAKING UP MULTITASKING

MOTIVATORSBE PREPARED / ORGANIZED SATISFY OR FEED MY CURIOSITY GET NEWS OR INFORMATION THAT IS MAKE A DECISION SAVE TIME / DO IT FASTER BE PRODUCTIVE / MAKE GOOD USE OF MY TIME DO IT EASIER NOT LOSE TRACK OF ANYTHING

34% 17% 15%

GETTING READY/ GROOMING

AT HOME

Me TimeMe time also occurs most frequently at home. It consists of those moments when people want to simply pass the time, relax or indulge themselves and do so by using their smartphones as a form of entertainment.

Outside of Home

26%

74%19

At Home

RELAX, PASS THE TIME

41%41% 40% 28% 22% 19% 18% 12%

ACTIVITIESRELAXING ENTERTAINING MYSELF WATCHING TV

MOTIVATORSRELAX, PASS TIME ENTERTAIN OR AMUSE

36% 23% 21%

ShopThe Shop moment not only includes the act of shopping itself, but also researching and understanding products and services. Here the smartphone plays the role of researcher, expert and advisor dedicated to helping make a better, smarter purchase decision.

Outside of Home

23%

77%20

At Home

FIND A DEAL / BEST PRICE / SAVE MONEY

27%27% 20% 14% 14% 14% 12% 11% 11% 10%

ACTIVITIESWATCHING TV RELAXING SHOPPING IN PERSON AT A STORE

MOTIVATORSFIND A DEAL / BEST PRICE / SAVE MONEY SAVE TIME / DO IT FASTER DO IT EASIER MAKE A DECISION

40% 37% 15%

MAKE THE RIGHT CHOICE RELAX, PASS THE TIME BE PRODUCTIVE / MAKE USE OF MY TIME GET NEWS OR INFORMATION THAT IS BE PREPARED ORGANIZED

AT HOME

Self-ExpressIn this moment, the smartphone becomes an agile and dedicated tool for self-expression. Whether it be editing new photos in Instagram or posting a status about what youre doing, the smartphone is an important tool which can encourage, enable and enhance a persons passion and interest.

100%21

At Home

RELAX, PASS THE TIME

53%53% 32% 26% 26% 21% 21% 21%

ACTIVITIESRELAXING WATCHING TV

MOTIVATORSRELAX, PASS THE TIME PURSUE MY PASSION(S), INTERESTS BE PRODUCTIVE / MAKE GOOD USE OF MY TIME EXPRESS MYSELF

53% 47% 5%

FILLING DEAD TIME/ KILLING TIME

DO IT EASIER ENTERTAIN OR AMUSE MYSELF GET NEWS / INFORMATION

OUT OF HOME

DiscoverWhen looking to answer a question or learn something new, people turn to their smartphone as a personal, portable, all-knowing friend.

Outside of Home

69%

At Home

31%22 22

GET NEWS OR INFORMATION THAT IS

32% 22% 21%

LEARN MORE / SELF EDUCATE FILL SPARE TIME, DEAD TIME SATISFY OR FEED MY CURIOSITY ENTERTAIN OR AMUSE MYSELF DISCOVER SOMETHING NEW BE PRODUCTIVE / MAKE GOOD USE OF MY TIME ALLEVIATE BOREDOM RELAX, PASS THE TIME BE PREPARED ORGANIZED

The reason we use or engage with what we do on mobile is not a one-dimensional proposition.

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App-lication of the Seven Shades

AmazonIt may seem intuitive that apps and mobile sites would fall neatly into one of the seven shades. However, that is not always the case. For example, our study revealed Amazons mobile app to be the most popular for shopping. But whats interesting is that usage also appears in other moments such as Accomplish and Me Time. This reveals that despite the obvious functional use of a particular app, there are different underlying motivations that drive consumers to use this app across a number of behaviors. In this case, one consumer might use the Amazon app to shop, but another may use it to buy a gift, thus falling into the Accomplish category. Yet another consumer may simply use the app to browse products and pass the time while they also watch TVthis counts as Me Time. This is an important example of how an app can fulfill the needs of more than one moment.

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The Weather Channel

Many apps that seem to only fit into one category are also used to fill non-intuitive needs. Weather Channels app usage, for instance, appeared prevalently in Accomplish, as well assurprisinglyMe Time and Shop. Consumers indicated that they sometimes use the app to check the weather in other locations just to fantasize about what its like to be there. Some use the app to plan out what to wear when theyre going shopping, or to determine the best day and time to go out to the store. Again, this proves how critical it is that marketers do not jump to conclusions about the usage of a particular app. One app could potentially fill a variety of behavioral needs, and multiple apps may serve just one. This means that marketers and advertisers must learn to craft different advertising for different moments, and learn to integrate messages when there are multiple moments linked by the use of one app.

Many apps that seem to only fit into one category are also used to fill non-intuitive needs.

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Different paths to one mobile experience

When we look beyond the surface-level insights, what we see is that people take different paths to get to each app or mobile website. Each of these different paths is a motivator for that particular mobile moment. If marketers only see one motivation to use a particular app, they miss the underlying behaviors behind why people choose to use that app at that moment. In addition, they also miss the various shades of mobile usage in which apps such as Amazon and the Weather Channel can play, and, in fact, where they are already playing. This has major ramifications for marketers and how they target their marketing and design for their apps.

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Sizing up the shades

Share of Mobile Moments

ME TIME is a behavior of seeking relaxation and entertainment in order to indulge oneself or pass the time SOCIALIZE is a behavior of active interaction with other people SHOP is a behavior of actively focusing on finding a product or service ACCOMPLISH is a behavior of managing activities and lifestyle to gain a sense of accomplishment PREPARE is a behavior of active planning in order to be prepared for upcoming activities DISCOVER is a behavior of seeking news and information SELF-EXPRESS is a behavior of participating in passions and interests

46% 19% 12% 11% 7% 4% 2%

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Its all about Me Time

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In addition to understanding the texture and dynamics behind our Seven Shades, we also determined the relative size of these moments. We measured the occurrence of each moment and found that one of them accounted for the largest amount of mobile activityMe Time. It accounted for 46% of all smartphone app and mobile website moments. Me Time was also enjoyed by 60% of all smartphone users, occurring once a day on average. And when a person engages in Me Time, they are in it for the long term, as Me Time accounts for 68% of all minutes currently spent on smartphones. People use a surprising variety of apps to fulfill Me Time. Games and music are most often associated with Me Time, but users also turn to websites and apps that dont traditionally seem like Me Time moments. For example, a person might use Amazon to look through the latest tech gadgets for fun or check the weather in other cities to imagine being somewhere else.

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Are we scoring in Me Time?

Despite the size of this mobile moment, advertising and brands are performing poorly in Me Time. Compared to other moments, advertisements in Me Time are some of the least effective. Only 1 out of 4 people took action when an ad was seen during this moment. Whats going on?

Me Time advertising actions

AD EFFECTIVENESS SAW AND TOOK NO ACTION TOOK ACTION

8% clicked on the brand or the ad 8% noticed the brand/product/service

in a store or shopping online

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77%

23%

7% did a search on the brand/product/

service to find out more

4% ended up purchasing the brand/

product/serviceAD EFFECTIVENESS INDEX ACCOMPLISH

SHOP

Advertisements in Me TimeEXPRESS MYSELF

moments are some of the least effective (compared to other mobile markets). A person took action only 1 in 4 times when an ad was seen.

SOCIALIZE

PREPARE

ME TIME

DISCOVER

(60) (40) (20)

20

40

60

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A new approachMobile usage should not be looked at superficiallyits part of a bigger picture. It fits into a consumers life in many ways, whether he or she is on the go or at home, looking to relax, or looking to get things done. At-home use, in particular, may seem counter to what marketers have believed so far. But it is important to realize that when you catch a person in a particular mobile moment, they may actually be at home, and they may be multitasking while using their mobile phone at the same time. Advertisers need to create campaigns and messaging that incorporate the bigger picture including out-of-home and home use, taking into account the different reasons for use.

Focus on Me TimeMobile usage is not one-dimensional. A surface view of the mobile landscape can hold advertisers and brands back. We need to dig deeper and see that mobile engagement is driven by seven underlying behavioral factors. Consumer moments are much more rich and complex than they are simple and functional. The Seven Shades of Mobile spectrum provides a rich platform for advertisers and brands to extract more value out of consumer mobile behavior. This study has unveiled what could very well be the key to creating a successful mobile campaign, and hopefully will result in more media dollars flowing over to mobile so the opportunity to make real connections with consumers is not missed. Effectively closing the gap between mobile and the consumers can thereby result in bigger ad spending in the mobile arena.35